Transport for London, the city’s official information hub for all modes of getting around, has just released a new campaign focused on keeping cyclists safe around big trucks, a.k.a. lorries. “Lorries have significant areas around them where cyclists are difficult to see by the driver,” cautions Transport’s site. “Our aim is to reduce the number of cycling casualties caused by cyclist and HGV collisions.”

The campaign centers on aerial photographs and was created by M&C Saatchi London, which commissioned Jason “Giblin” Hindley to shoot it. The art director was James Millers, and the copywriter was Andrew Long.

Jason is a pro at still life, and that sensibility informed how he approached this assignment. “He said it was just like shooting a still life because he was 45 meters high, and the truck looked like a toy,” explains Keiko Hindley, Jason’s studio manager.

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Photo by Jason "Giblin" Hindley for Transport for London and M&C Saatchi London.

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As luck would have it, neither sun nor temperatures were on Jason’s side come shoot day, and the four hours he spent photographing from a cherry picker passed in shivers. Even the candy bar he’d brought to snack on gave up, freezing to a tooth-cracking consistency before he could take a bite. Meanwhile, he needed to light the street so that it looked like a lovely sunny day. “He directed those of us on the ground level via walkie talkie to move the lights around to achieve the desired sunny feel, which required lots of flash because it was very cold and gray,” notes Keiko.

Despite the nippy weather and uncooperative sweets, Jason and his team managed to remain jolly—if his shot of the crew is any indication: